xix, 262 pages ; 24 cm

Presents guidelines to help companies develop products and services customers will buy for premium prices, outlining a revolutionary approach based on a theory that companies are actually "hired" by their customers to perform specific jobs

Includes bibliographical references and index

Section I: An introduction to jobs theory -- Chapter 1: The milk shake dilemma -- Chapter 2: Progress, not products -- Chapter 3: Jobs in the wild -- Section 2: The hard work, and payoff, of applying jobs theory -- Chapter 4: Job hunting -- Chapter 5: How to hear what your customers don't say -- Chapter 6: Building your résumé -- Section 3: The jobs to be done organization -- Chapter 7: Integrating around a job -- Chapter 8: Keeping your eye on the job -- Chapter 9: The jobs-focused organization -- Chapter 10: Final observations about the theory of jobs

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